A report on Starbucks Case Going Global Fast

International marketing
Submitted by:
Md. Shahidul Islam
St. Id. 021113041
Batch 35th
Department of Business Administration
Major in HRM

Submitted to:
Mr. Sheikh Atiq
Senior lecturer
University of Development Alternative

7/12/2014

UODA
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Table of Contents

Title page1
Abstract..2
Introduction 2
Identify the controllable and uncontrollable
elements 3
The major sources of Risk facing the company and
Potential solutions.. .. 3
Critique Starbucks overall corporate Strategy .. 4
Starbucks improve profitability in Bangladesh4
Recommendation and
conclusion. 5
Reference.... 5
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Abstract
Global market is immensely accumulative now a days, with the vigorous effects of
globalization which effecting firms of all breeds to expand the business across the
borders. This report is generally bases on the answers to the provided case study
of Starbucks growth story and its international expansion plans. Starbucks being
the producers of one of finest coffee and premium drink beverages manages its
major markets within USA and abroad. The report will accumulate Starbucks
potential strategic options with substantial vision of the management to expand
business internationally while understanding the escalating aspects of ethical and
cultural values which Starbucks owns as an influential organization.

Introduction
This report is ultimately based on critical analysis and evaluation of the case study
provided for one the leading coffee and Beverages Company. With the expanding
international business and continued globalization policy of Starbucks, this report
will help to comprehend the various International market strategies and options,
ethical and cultural values and anticipated problems with the ongoing international
expansions of Starbucks Company
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Identify the controllable and uncontrollable elements:

Some controllable elements in any global markets are the product, the price, the
place and the promotion. Starbucks used benefits of their quality in their product
directing the promotion. Starbucks used benefits of their product as high end. Their
product holds a sweeter taste and may not be liked by international has to research
the place where they want to globalize. Starbucks chose many overseas companies
like japan, Italy, Spain and Germany. They also considering moving into Mexico and
Rico. With each of the place that they wanted to expand to, they had to think about
Factors such as their target market and there. With having problems with their
brand in 2001, they vowed to move on from the mistakes from the past but say its
difficult with overseas and local partners.
Some elements that are uncontrollable environmental factors such as social
factors, legal matters, political standpoints and competitors. Having to expand in
other countries, Starbucks had to face local competitors and locals who stay loyal
to their local brand, even though Starbucks often came across as mystified and
cool, they have Struggled to get a new customer base. Other factors such policies
and regulation were thoroughly studied by Starbucks to maintain their brand and
not portray the unsatisfied service.

The major sources of Risk facing the company and

Potential solutions for major risk and problem are:
The major Risks that the company face is saturating the market, competition and
regaining the capital used after development. Saturating the market is also a huge
risk for any company who is trying to grow and expand their business. Starbucks
realized that they were saturating the U.S. market so deciding to globalize was the
step of the right direction. Competition is always going to be right next door,
Starbucks on many occasions had to compete with look likes internationally which
is harder to be do because that look like is already they are set up in market.
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Critique Starbucks overall corporate Strategy:

Starbucks into an already existing Starbucks. Competitors are it to be difficult to
compete with broaden their brand even with the difficult economy. Starbucks has
one products that they have to sell in many ways as coffee. Which they proven they
can by improving the service, entering in specially drinks and having others thinks
to go with coffee. Although Starbucks has Starbucks with the food aspect in various
locations, they now have merchandize as well a selection of food. Starbucks has
taken advantage of growth rate of business in china, whereas the U>S is saturated
and has a smaller growth rate. Starbucks has a corporate Strategy of improving
theme self of their quality, service and most of the important consumers. I think
that the price of Starbucks cannot be moved because of the it is assumed that
Starbucks is higher Quality.

Starbucks improve profitability in Bangladesh:

To improve in BANGLADESH , Starbucks has to be more than brand to boost sales.
There are some copetitors in Bangladesh. So look likes which to local or
international company are here. Starbucks has a need strong, large can coffee
market which Starbucks can utilize. Starbucks need to focus on more of their quality
and taste to appeal in Bangladesh. Starbucks has a adapt to Bangladesh and might
to have to change a few to improve their taste appeal to Bangladesh, they do might
do a product invention.
Inventing a new product shows that you are willing to appeal to their need and will
be appreciative along with your company among customer. If inventing a new
product is too much, adapting the product cloud work work batter by changing the
ingredients to smooth the taste to be sweeter for Bangladesh. What Bangladesh
country believe culture. Consumers relate to companies who do more the people
than profiting the most idea marketing well as to consumers. They would to know
what the company is doing help locality. So I think if Starbuck should take this
strategy and solve in that way must they improve and success.
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CONCLUSION AND RECOMMENDATION

By concluding and answering the case study questions from Starbucks Grow story,
it is fathomable fact that Starbucks as a successful organization can be an influential
mark to follow for the other firms. Exclusively the standout believe and dedication
of the top management to put in their vital trust and support to employees of all
levels, culture and race. The flamboyant working environment and social
foundations are the benchmark of the company which can be positively imitative
by the uprising organizations in order establish the core competence of the
company from scratch.

REFERENCES

A overview case study _ Starbucks- Going Global Fast